As advertising industry margins come under increasing pressure agencies need to master agile, high-value content to meet the insatiable demands for video, says Brett Morris, group CEO of FCB. “Importantly, agile does not mean fast,” he says. “Agile means responsive and able to adapt and be more efficient in how you execute. That may sometimes mean that you can use less money, but it could also mean that you get more value for the money you spend. Which is why, more and more, as technology makes the production process more accessible, we need to find smarter ways to create that high-value content.” Morris says the agency is cognisant of the threat consulting firms pose in terms of big data and analytics and the way to process that data more effectively. The agency is therefore investing significantly in both data and analytics – but only in so far as it overlaps with storytelling. “As far as we are concerned, no matter how advanced the data analytics become, it will never eliminate t...
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